Dr Shola Osinaike takes us around the world and shows how responsible tourism can be a positive force for transforming global societies.

Tourism is one of the most dynamic forces shaping our modern world. It brings people together across borders, fosters cultural exchange, and fuels economic growth, with a projected global GDP of $16 trillion by 2034. Yet the success of this industry has also given rise to some challenging discussions, from environmental degradation to the erosion of cultural traditions.

Overtourism

Overtourism in some countries can strain infrastructure, impact natural environments, and disrupt local communities, while mass tourism contributes to carbon emissions and resource depletion. Against this backdrop, the idea of sustainable tourism has emerged as a transformative model that prioritises environmental stewardship, cultural respect, and social equity. The global recognition of these values is reflected each year on September 27, as the United Nations World Tourism Organisation (UNWTO) celebrates World Tourism Day, a reminder of tourism’s unique potential to advance the Sustainable Development Goals. This year, the theme is “Tourism and Sustainable Transformation”.

Sustainable tourism

Sustainable tourism is not only about minimising environmental impacts but about rethinking tourism as a force for good. While natural landscapes and iconic attractions often capture global attention, the warmth of local hospitality and the vibrancy of cultural expressions leave the deepest impressions on visitors. It represents a balance between economic opportunity, cultural preservation, and ecological protection. As such, tourism becomes more than leisure; it becomes an act of mutual benefit between visitors and host communities. Economically, it provides jobs and revenue, often in regions where other industries are scarce. Additionally, it provides communities with the opportunity to share their traditions and heritage with pride. With the consciousness of its importance to the protection of landscapes and biodiversity, it is essential to ensure that destinations remain intact for generations to come.

Leaders in eco-tourism

Across the world, there are inspiring demonstrations of the transformative potential of sustainable tourism. Costa Rica built a reputation as a leader in eco-tourism, dedicating more than a quarter of its land to national parks and protected reserves. Visitors to its rainforests, volcanoes, and beaches not only experience natural beauty but also contribute directly to conservation initiatives.

Bhutan adopted a bold “High Value, Low Impact” policy, charging visitors a sustainable development fee that ensures tourism revenue funds education, healthcare, and cultural preservation.

Palau, a Pacific island nation, requires every visitor to sign the Palau Pledge stamped in their passport, committing themselves to act as guardians of the fragile ecosystem they are visiting.

Meanwhile, Japan sought to revitalise rural areas by encouraging tourists to explore beyond the urban hotspots of Tokyo and Kyoto, distributing the economic benefits of tourism more widely while reducing strain on overvisited destinations.

Moreso, European cities are also embracing sustainability in tourism, particularly in response to overtourism. Barcelona introduced measures to limit short-term rentals, reduce crowding in the historic centre, and promote lesser-visited neighbourhoods. 

In the United Kingdom, sustainable tourism has become an increasingly discussed topic. The Lake District, designated a UNESCO World Heritage Site, has implemented initiatives to encourage low-carbon travel, including improved cycling routes, electric buses, and car-free visitor experiences. These efforts aim to preserve the fragile landscapes of one of the country’s popular heritage and destinations while ensuring that residents and visitors alike benefit from responsible tourism.

Similarly, Scotland has taken steps to promote community-led tourism, especially in the Highlands and islands, where local groups are empowered to shape visitor experiences that protect natural beauty and cultural heritage while generating income for small businesses. Projects like the North Coast 500 scenic route have been reimagined with sustainability in mind, encouraging tourists to spend more time in local communities rather than rushing through attractions.

Closer to home, in Kent, often called the “Garden of England,” sustainable tourism has taken shape through vineyard trails and heritage coastlines. The White Cliffs of Dover, managed sustainably by the National Trust, attract visitors while protecting rare wildlife and chalk grasslands, blending conservation, heritage, and recreation to preserve Kent’s iconic natural and cultural identity.

On the African continent, sustainable tourism has proven to be both a conservation tool and an engine for social development. Kenya and Tanzania, home to some of the world’s most iconic wildlife, rely heavily on safari tourism. Conservation-focused lodges and reserves such as the Maasai Mara Conservancies and Tanzania’s Ngorongoro Conservation Area ensure that local communities receive revenue from tourism in exchange for protecting wildlife habitats.

South Africa has also pioneered community-based tourism projects, particularly around Kruger National Park, where local villages benefit directly from visitor spending and participate in decision-making processes.

Cultural preservation plays a vital role in Nigeria’s tourism, exemplified by the Argungu International Fishing and Cultural Festival in Kebbi State. This centuries-old celebration, recognised by UNESCO, unites thousands through fishing contests, music, and dance. Beyond entertainment, it sustains heritage while boosting the local economy, providing opportunities for artisans, performers, and hospitality workers. The festival revitalises traditions, strengthens community identity, and showcases Nigeria’s cultural richness to both national and global audiences.

These examples from across the globe illustrate how sustainable tourism adapts to diverse contexts while maintaining a consistent purpose: to transform societies by integrating prosperity, culture, and conservation. They demonstrate that sustainability is not a one-size-fits-all formula, but rather a guiding principle that can shape tourism in cities, rural areas, protected landscapes, and heritage sites.

The importance of sustainable tourism is underscored in the face of global challenges, including climate change, biodiversity loss, and social inequality. By raising awareness of climate impacts, channelling resources into conservation, and creating inclusive opportunities, tourism becomes a pathway toward global resilience.

Also, promoting hospitality and cultural events, sustainable tourism bridges the gap between global visitors and local hosts. It strengthens pride in cultural identity, fosters inclusivity, and generates economic resilience. More importantly, it reminds us that the true essence of tourism is not only in the landscapes we admire, but also in the people we meet and the traditions we share through food, music, and culture.

Reimagining tourism as a positive force

World Tourism Day is an annual reminder of this dual reality. It is both a celebration of tourism’s ability to connect people and a call to action to ensure that the connections we make are sustainable. This highlights the responsibility of governments, businesses, and tourists to ensure that tourism is harnessed as a positive force for good.

Individual tourists also have an important role to play by choosing accommodations that prioritise sustainability, supporting local artisans, minimising plastic use, and respecting cultural traditions.  

In conclusion, sustainable tourism is far more than a trend; it is a necessity for transforming global societies. Whether through the highlighted examples or other community-driven conservation, we see a shared commitment to reimagining tourism as a positive force. On this World Tourism Day, we are reminded that tourism is not simply about moving across borders but about building connections that sustain people, cultures, and the planet.

The future of tourism lies not in the quantity of journeys taken but in the quality of the impact left behind. By embracing sustainable practices, societies can ensure that tourism remains a source of fun and discovery while also serving as a tool for preservation, empowerment, and global progress.

Happy World Tourism Day, 2025!

Dr Shola Osinaike is Principal Lecturer and Head of Tourism, Hospitality, Events and Marketing.